Principles of Digital & Social Media Marketing

Digital and social media marketing uses the internet, digital technologies, and social media platforms to promote products, services, organizations, or ideas, connect with customers, and achieve business goals. Unlike traditional marketing (like television, radio, newspapers, and billboards), digital marketing allows businesses to interact directly with customers, measure results in real time, and tailor messages to specific audiences. As new social media and video sharing platforms, digital technologies, and more AI tools come to market, having an understanding of this field will benefit those interested in a career in marketing, communications, or digital technology.

This new resource explores the history, concepts, platforms, and techniques used in digital and social media marketing. Entries discuss Branding, Customer Interests & Needs, Content Creation, Search Engine Optimization, Online Advertising, Email Marketing, Social Media Management, Analytics, Customer Relationship Management, Social Media Platforms, Marketing Strategy, Privacy & Ethics, and more.